London 2012 Olympics: British athletes' worth boosted by up to £20m after bagging gold

Farah's success in the 10,000m could be followed by another gold medal in the
5,000m later this week. Farah is described as the perfect man to "make
long distance running cool again," although his post-Games earnings
potential depends on his existing relationship with Nike.

"He could be an iconic face of an emerging sport, but only if ‘brand Mo’
is managed exceptionally carefully and over a long timeframe," said Mr
Tidball.